Kantar Media raises concerns over new ratings guidelines

Kantar Media stresses that implementing the guidelines on cross holding ownership of 10% will leave the entire industry without ratings for most of 2014

e4m by Abid Hasan
Updated: Jan 21, 2014 8:53 AM
Kantar Media raises concerns over new ratings guidelines

There is concern brewing at Kantar Media Research (co-owner of TAM Media) after the Ministry of Information and Broadcasting (MIB) issued new guidelines regarding television ratings in India.

In order to highlight its concerns regarding the new guidelines, Kantar Media has issued a press statement that underlines how the cross holding ownership of 10 per cent will impact the television measurement system in India.

The statement also covers the fact that TAM was created 15 years ago at the request of Indian advertisers, advertising agencies and broadcasters. The statement highlighted that the group of advertisers, agencies and broadcasters suggested Kantar and Nielsen, the two global leaders in audio measurement, come together and form a joint research company to provide measurement data.

The statement praises all the work TAM has done in last 15 years and adds that TAM is not a monopoly.

The statement also reads, “No other market in which cross ownership exists, such as the UK, France and Spain, has imposed restrictions on cross ownership between market research agencies like TAM, and advertising agencies. Restricting Kantar and their associates from ownership of a meaningful stake in a ratings agency will deprive India of one of the leading global players in this area. It is and would be impossible with the ownership structure and oversight of all stakeholders – broadcasters, agencies and advertisers – for any stakeholder to influence the TAM ratings that are produced by the system, nor would there be an incentive to do so.”

The statement concludes by stating, “Implementing the guidelines on cross ownership would leave the entire industry without ratings for most of 2014, a situation that no one who really cares about the media industry in India could possibly tolerate.”

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